Factors Affecting Attitude towards Online Music Piracy and Willingness to Try Subscription-Based Music Services (SBMS)?

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Journal of Economics, Business, and Accountancy Ventura Vol. 26, No. 1, April – July 2023, pages 37– 49

37

Factors Affecting Attitude towards Online Music Piracy and Willingness to Try Subscription-Based Music Services (SBMS)?

Adhika Putra Wicaksono

^*

, Erna Andajani

Universitas Surabaya, Surabaya, East Java, Indonesia

A R T I C L E I N F O Article history:

Received: 15 April 2022 Revised: 8 May 2023 Accepted: 12 May 2023 JEL Classification:

D12, L82, M38 DOI:

10.14414/jebav.v26i1.2994 Keywords:

Digital piracy, Indonesia, Religiousness, Subscription-based music service, Moral judgement

1. INTRODUCTION

Digital piracy, an act of copying or downloading any online media, has a significant impact on several industries, such as music, film, and software industries. The increasing conduct of digital piracy is made happen for several reasons, such as faster internet network speed, a peer-to-peer (P2P) network, and lower cost of data storage (Cesareo & Pastore, 2014). The world’s music industry is facing one of its biggest problems: widespread music piracy (Popham & Volpe, 2018). Due to the widespread music piracy, there is a

* Corresponding author, email address: [email protected]

A B S T R A C T

Currently, subscription-based music services (SBMS) are one of the legal channels for listening to music and a viable alternative to reduce digital music piracy. SBMS is one of the complementary channels for digital music piracy because it allows users to sample music (legally) and then download it illegally. This research aimed to analyze individual attitudes and intentions towards digital music piracy and willingness to try SBMS by considering the religiousness variable. This study used the non-proba- bility sampling technique, analyzed 200 questionnaires, and processed them using structural equation modeling (SEM). The results of this study stated that the attitude towards digital piracy was positively influenced by economic benefit, hedonic benefit, and extrinsic religiousness and negatively influenced by moral judgment, while will- ingness to try SBMS was positively influenced by involvement. This paper provides more empirical evidence regarding the impact of religiousness on attitudes toward dig- ital piracy and willingness to try SBMS. This research has made a significant contri- bution and shows the anomaly that although Indonesia is a religious country, it has a high rate of digital piracy. This study suggests the need for commitment and coopera- tion between governments, streaming music service providers, and musicians to edu- cate Indonesians about the consequences and implications of digital music piracy.

A B S T R A K

Saat ini, subscription-based music services (SBMS) adalah salah satu saluran legal untuk mendengarkan musik dan alternatif yang layak untuk mengurangi pembajakan musik digital. SBMS adalah salah satu saluran pelengkap pembajakan musik digital karena memungkinkan pengguna untuk mengambil sampel musik (secara legal) dan mengunduh secara ilegal. Penelitian ini bertujuan untuk menganalisis sikap dan niat individu terhadap pembajakan musik digital dan kemauan mencoba SBMS dengan mempertimbangkan variabel religiusitas. Penelitian ini menggunakan teknik non- probability sampling, menganalisis 200 kuesioner, dan mengolahnya menggunakan structural equation modeling (SEM). Hasil penelitian ini menyatakan bahwa sikap terhadap pembajakan digital dipengaruhi secara positif oleh keuntungan ekonomi, keuntungan hedonis, dan religius ekstrinsik, dan secara negatif dipengaruhi oleh penilaian moral, sedangkan kemauan untuk mencoba SBMS dipengaruhi secara positif oleh keterlibatan. Makalah ini memberikan lebih banyak bukti empiris mengenai dampak religiusitas terhadap sikap terhadap pembajakan digital dan kemauan untuk mencoba SBMS. Penelitian ini telah memberikan kontribusi yang signifikan dan menunjukkan anomali bahwa meskipun Indonesia adalah negara yang religius, namun memiliki tingkat pembajakan digital yang tinggi. Kajian ini menyarankan perlunya komitmen dan kerjasama antara pemerintah, penyedia layanan musik streaming, dan musisi untuk mengedukasi masyarakat Indonesia tentang konsekuensi dan implikasi pembajakan musik digital.

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A. Putra Wicaksono, E. Andajani: Factors Affecting Attitude…

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potential 6 percent drop in music album sales resulting from every 1 percent illegal download (Elberse, 2010).

Digital piracy is widespread in developing countries, such as China, Peru, India, and Indonesia (Arli &

Tjiptono, 2016; Evenson, 2019; Rotondo, 2020). In a developing country, digital piracy is triggered by low average income and high unemployment (Arli, Kubacki, et al., 2017; Arli & Tjiptono, 2016). The problems causing digital piracy are bigger and more complicated in developing countries (Rotondo, 2020). In addition to low average incomes, a lack of law enforcement in developing countries leads to high levels of digital piracy (Rotondo, 2020).

Indonesia is an ideal example of a developing country for studying digital piracy (Arli et al., 2015).

Asosiasi Industri Rekaman Indonesia (Indonesian Record Industry Association) estimated that in 2013 around 6 million Indonesians were involved in illegal downloads that harmed record companies worth 1.6 million USD in one day. The rate of conduct of digital piracy in Indonesia is high, especially in big cities such as Jakarta, Surabaya, Medan, Bandung, and Makassar. It is because people in big cities are more familiar with sophisticated technologies, such that they have more opportunities to carry out digital piracy (Arli et al., 2018).

Indonesia is described as a highly religious country (Casidy et al., 2017). Hunt & Vitell (1986) included religiousness in the general theory of revised ethics since the power of religiosity produces different impacts on individual decision-making processes when an individual faces ethical issues. However, the evidence shows a contradictory result, i.e., when individuals are considered to have a high level of religiosity, they also engage in unethical actions (Arli, Kubacki, et al., 2017). One of these anomalies occurs in Indonesia, where most Indonesian believe in religion and God and have many unethical practices despite being considered a religious country (Arli, Kubacki, et al., 2017). Indonesia's digital piracy rate is one of the highest in the world (Arli, Kubacki, et al., 2017; Arli et al., 2015; Hati et al., 2019)

Currently, companies in the music field are shifting to change their business models. Besides download channels, streaming, and internet radio, there is an important means of distributing music (audio), which is subscription-based music services (SBMS). SBMS allows consumers to listen to connected music on multiple devices (Cesareo & Pastore, 2014). Internet service providers (ISPs) and mobile operators support SBMS by offering bundling deals to enhance users’ experience and integrate with social networks.

Many previous studies have examined many factors that influence consumer attitudes toward digital piracy, and these attitudes affect digital piracy intentions (Akbulut, 2014; Arli, Kubacki, et al., 2017; Arli &

Tjiptono, 2016; Lee et al., 2018; Pham et al., 2020). Previous studies included the religiousness factor, which has an influence on a person's attitude and intention to commit digital piracy (Arli, Kubacki, et al., 2017; Arli

& Tjiptono, 2016; Arli et al., 2015). More specifically, these studies have investigated the demand side of piracy, examining consumers' attitudes and intentions to engage in piracy. Arli et al. (2017) stated that intrinsic religiousness negatively affects attitude towards digital piracy, while extrinsic religiousness does not affect attitude towards digital piracy. Arli et al. (2015) also stated that consumers who have a high religious level are less likely to support digital piracy.

Previous studies have examined how attitudes toward digital piracy can encourage a consumer to try such an alternative form of online access to music (Cesareo & Pastore, 2014; Hampton-Sosa, 2019; Puspitasari et al., 2019; Sinclair & Green, 2016). The results of these studies still have discrepancies. Caesarea & Pastore (2014) revealed that attitudes toward digital piracy negatively affect willingness to try SBMS. However, Puspitasari et al. (2019) said that attitude towards digital piracy does not affect willingness to try SBMS. From these studies, there has been no study examining how religiousness influences consumer attitudes toward digital piracy and how these attitudes can encourage consumers to try alternatives such as online access to music.

This study aimed to test a more comprehensive model by examining the factors influencing attitudes toward digital piracy, and one of them is considering the religiousness factor. Furthermore, we also wanted to examine how attitudes toward digital piracy might influence willingness to try alternative services (i.e., SBMS). This study wanted to examine the effect of religiousness on consumer attitudes and intentions toward digital piracy and SBMS in Indonesia. It is interesting because although many studies have examined religiousness associated with attitudes toward digital piracy, few studies still examine how attitudes affect shifting from digital piracy towards alternatives or other choices of intention than digital piracy, which is the willingness to try SBMS. Another exciting thing is that this study wanted to evaluate the occurrence of anomalies in Indonesia, which has many illegal practices despite being regarded as a religious country.

Therefore, the author wished to observe how religiosity influences digital piracy and willingness to try SBMS.

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39 2. THEORETICAL FRAMEWORK AND HYPOTHESES Digital Piracy Of Music

Digital piracy is an illegal act of exploiting, downloading, uploading, and sharing digital media without the permission of the creator or copyright holder and using the digital material for any reason (Yu, 2013). Digital piracy is a form of end-user piracy, where the end-user gets personal pleasure without transactions by acquiring digital material such as music, games, movies, software, e-books, pictures, and other digital materials (Wang et al., 2009). It can be concluded that digital piracy is an unethical act.

The impact of illegal reproduction of digital media distributed via the web has been analyzed and evaluated by previous research (Cesareo & Pastore, 2014; Kukla-Gryz et al., 2021; Tomczyk, 2021). One of the impacts is related to the fact that digital piracy is detrimental to legitimate producers because users can get original digital media from illegal sources for free. It indicates a very significant decline in legal music sales.

However, although it impacts decreasing online music sales revenue, online music piracy does not reduce the creativity of songwriters and does not stop songwriters from continuing their works.

Consumers play a key role in online piracy. Four things can increase the tendency to commit online piracy: the low level of moral equity regarding consumers' perceptions of fairness; low ethical orientation level; the low level of ethical belief that individuals do not consider unethical behavior in unethical behavior;

lack of individual awareness about the impact of illegal downloading on the social environment (Cesareo &

Pastore, 2014).

Theory of Reasoned Action (TRA)

TRA is the most well-known and validated research framework from the psychological literature on consumer behavior. TRA is Ajzen and Fishbein's work, discussing attitudes, intentions, and consumer behavior. TRA explains how an individual's intention to do something will affect that individual's behavior.

Subjective norms and attitudes are determinants of individual behavior (Ajzen & Fishbein, 1975).

Attitude is an individual’s favorableness or unfavorableness toward a behavior. Attitude is the evaluation, emotional feelings, and tendencies of a person’s actions towards an object or idea (Kotler & Keller, 2012). Humans can possess attitudes toward almost anything, such as music, clothes, food, religion, politics, scenery, behavior, etc. Attitudes make individuals think they agree or disagree, like or dislike, and go towards or away from a certain object. Attitudes direct individuals to behave consistently towards similar objects; for example, people who favor a behavior will agree, like, or do the behavior. Individual behavior can be predicted from intentions, and intentions can be predicted from attitudes (Ajzen, 2020). Therefore, a good or positive attitude towards an action should be consistent with the behavior, whereas a bad or negative attitude should hold a person back from doing an action. Subjective norm is an individual’s response to perform a certain behavior based on references from other people, such as family or close friends, which makes the individual should or should not perform a certain behavior. This study enriches previous research by examining and analyzing how buying behavior for an additional solution, like SBMS, is influenced by online piracy attitudes. In this study, the construct used to replace the intention to commit digital piracy is the willingness to try SBMS.

Proposed Model Testing

The proposed research model uses TRA as the overall theory. This research develops an attitude-intention model and uses economic benefits, hedonic benefits, moral judgment, intrinsic religiousness, and extrinsic religiousness as antecedents to attitude toward online piracy. Then, attitude toward online piracy was hypothesized has a negative influence on the willingness to try SBMS. Economic and hedonic benefits have been proven to be one of the reasons consumers justify their attitudes towards piracy (Tomczyk, 2021; Khan, Fazili, & Bashir, 2021). Moral judgment is the extent to which consumers feel that pirated digital content has a negative impact on society (Kos Koklic et al., 2014). This research combines the ethical decision-making model in the research model by including the moral judgment variable in the attitude-intention model.

Furthermore, we use religiousness variables (intrinsic and extrinsic) which are hypothesized to have an influence on a person's attitude toward digital piracy. Religiousness has been proven to have an impact on attitudes and intentions toward digital piracy. We use the willingness to try SBMS variable as an alternative variable that replaces the intention to commit digital piracy variable, which has been widely used in previous studies. Then we use the involvement variable, which has been proven to have an influence on the decision- making process and have an impact on the intention to engage in digital piracy. Lastly, this study uses the

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variable importance to music which measures the consumer's relationship with music, to assess how this variable can influence the likelihood that consumers will try SBMS.

Economic Benefits and Attitude Toward Digital Piracy

Economic benefits are benefits obtained by consumers when consumers purchase a product at a lower price but get almost or the same quality of goods (Cesareo & Pastore, 2014; Popham & Volpe, 2018). Previous research stated that consumers consciously acquire pirated products because consumers associate them with benefits that are perceived differently from purchasing the original product (Tomczyk, 2021). The low price advantage of pirated products has consistently been found to be a driver for consumers to acquire a pirated product. Based on these descriptions, the hypothesis proposed is as follows:

H1 : Economic Benefit has a positive effect on the Attitude toward Digital Piracy.

Hedonic Benefits and Attitude Toward Digital Piracy

Hedonic benefits are defined as all benefits derived from the use, happiness, and enjoyment of a product.

The benefits of using and enjoying the created product refer to exploration, entertainment, and expression of the value provided by the product by providing pleasure, emotion, and self-esteem (Chandon et al., 2000).

The purchase and consumption of pirated products are seen by the end consumer as a pleasant action that provides emotional pleasure and satisfaction. Some consumers consider pirated products to be good and pleasant items (Cesareo & Pastore, 2014; Popham & Volpe, 2018). Based on the description, this study proposes the following hypothesis:

H2 : Hedonic benefit has a positive effect on the attitude toward digital piracy.

Moral Judgement and Attitude Toward Digital Piracy

Moral judgment is defined as an individual's capacity to make moral decisions and judgments of behavior based on the principles that exist within the individual (Kohlberg, 1984). After assessing whether a behavior is considered moral or not, the individual will act according to that judgment. In everyday life, individuals are faced with various kinds of ethical dilemmas. One of them is whether an individual decides to commit piracy behavior or not. Stronger beliefs about moral judgments can provide an individual's view of a certain behavior (Eisend, 2019). When the level of moral judgment increases, it can lead to evaluations and views that digital piracy is the wrong decision in an ethically questionable situation (Phau et al., 2014; Rahman et al., 2021). Based on these descriptions, the hypothesis proposed is as follows:

H3 : Moral judgment negatively influences attitude toward digital piracy.

Religiousness and Attitude Toward Digital Piracy

Religiousness is the extent to which an individual’s belief in religion and God is reflected by an individual’s attitudes and behavior toward following rules and principles that God has made (Arli, Kubacki, et al., 2017).

Religiousness is seen as something that controls a person’s beliefs and behavior from the human values possessed by the individual (Vitell et al., 2005). Religiousness is divided into intrinsic and extrinsic.

Individuals with a high intrinsic level of religiosity tend to live their daily lives following the commands and teachings of their religion (Vitell et al., 2005). Individuals with high intrinsic religiousness will be more aware of ethics in various ethical issues because they uphold the teachings and orders of their religion (Ma et al., 2021). Digital piracy is one of the ethical problems. The hypothesis proposed is as follows:

H4 : Intrinsic religiousness has a negative effect on attitude toward digital piracy.

Individuals with extrinsic religiousness carry out religious activities only to support their personal and social needs. Thus, individuals with high levels of extrinsic religiousness are more likely to accept and tolerate unethical behavior such as digital piracy and are not afraid of legal consequences. Because individuals with high levels of extrinsic religiousness are not ethically sensitive, individuals with a high level of intrinsic religiosity have a higher level of ethical sensitivity (Arli, Kubacki et al., 2017). Based on these descriptions, the hypothesis proposed is as follows:

H5 : Extrinsic religiousness has a positive effect on attitude toward digital piracy.

Importance to Music and Willingness to Try SBMS

The amount of music consumed by consumers is one of the factors that cause consumers to commit digital music piracy. Music consumed by consumers can be obtained from online or offline purchases and legal or

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illegal channels (Bhattacharjee, Gopal, & Sanders, 2003). Previous research has shown how the amount of music consumption by consumers affects consumers' desire for digital music piracy (Lee & Downie, 2004;

Levin et al., 2007). The more the number of collections owned by a consumer, the more the consumer’s tendency to conduct digital music piracy. Based on these descriptions, the hypothesis proposed is as follows:

H6 : The importance of music has a positive effect on willingness to try SBMS.

Involvement and Willingness to Try SBMS

Previous research analyzed the main determinants of a consumer’s decision-making behavior of using a product based on involvement and product knowledge variables (Cesareo & Pastore, 2014). Consumers who are involved and have more knowledge about a product have a higher ability to analyze and evaluate a product compared to other products (Bian & Moutinho, 2011). Based on the description, the hypothesis proposed is as follows:

H7 : Involvement has a positive effect on willingness to try SBMS.

Attitude Toward Digital Piracy and Willingness to Try SBMS

Attitude is the best predictor of intention. Moreover, it can also be used to predict behavior. Therefore, a good attitude toward actions must be consistent with their behavior, while negative attitudes make a person unlike, disagree, and avoid doing a behavior (Cesareo & Pastore, 2014; Sinclair & Green, 2016). Previous research states that attitudes toward piracy have a positive relationship with intentions to buy pirated products, and attitudes towards piracy have a negative relationship with intentions to genuine products (Park et al., 2018; Yoo & Lee, 2009). A positive attitude towards action must be consistent with the individual's intention to act, while a negative attitude restrains the individual from doing it (Ajzen, 2020; Cesareo &

Pastore, 2014; Hampton-Sosa, 2017). Based on this description, the hypothesis proposed is as follows.

H8 : Attitude toward digital piracy has a negative effect on consumers' willingness to try SBMS.

There are eight hypotheses developed in this study and they are illustrated in Figure 1.

Economic Importance to

Benefits H1 Music

(+)

H6

(+) Hedonic Benefits H2

(+)

H3 H8

Moral (-) Attitude towards (-) Willingness to

Judgment Digital Piracy Try SBMS

H4

(-) Intrinsic

Religiousness

H7

(+) H5

Extrinsic (+) Involvement

Religiousness

Figure 1. Proposed Model

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Adhika Putra Wicaksono, Erna Andajani: Factors Affecting Attitude…

3. RESEARCH METHOD

The population in this study are consumers who know and/or have committed digital music piracy. More specifically, the samples (respondents) participating in this study were the residents of big cities in Indonesia (Jakarta, Surabaya, Bandung, Medan, and Makassar) who have done or know about digital music piracy and know subscription-based music services or SBMS such as Apple Music, Joox, Spotify, Deezer, and Guvera.

Determination of the number of research samples depends on the number of parameters estimated. The guideline for determining the number of samples is 5-10 times the number of estimated parameters (Hair et al., 2021). The number of parameters used in this study was 38, so the sample set in this study was at least 190 people. A total of 200 respondents replied to a questionnaire that was distributed through an online platform. Non-probability sampling technique was used in this study. In this sampling technique, each member of the population was sampled by providing equal opportunities. Convenience sampling was selected since consideration of convenience is the main factor in selecting samples. Because this is causal research, we use structural equation modeling (SEM) to test a series of relatively complicated relationships simultaneously.

For reference, measurement variable is performed for the Economic Benefit-ECB and Hedonic Benefits- HDB (Yoo & Lee, 2009); Moral Judgment-MRJ (Tan, 2002); Intrinsic Religiousness-INR and Extrinsic Religiousness-EXR (Gorsuch & McPherson, 1989); Attitude toward Digital Piracy-ADP (Liao & Hsieh, 2013);

Importance to Music-ITM (Lee & Downie, 2004); Involvement-IVL (Lastovicka & Gardner, 1978); and Willingness to Try SBMS (Wang et al., 2009). All measurement variables are shown in Appendix 1.

4. DATA ANALYSIS AND DISCUSSION Descriptive Analysis

Table 1 summarizes the respondents' demographic profile in this study. Table 1 shows that the majority of respondents in this study were female (58 percent). Most respondents were aged between 15-24 years (80.5 percent). The highest education of respondents comprised 0.5 percent Junior High School, 21.5 percent Senior High School, 71.5 percent undergraduate, and 4 percent postgraduate. The majority of respondents were students (45.5 percent).

Common Method Bias

Common method problems can cause consistency problems because all data is collected from the same type of source and at the same time (Kock et al., 2021). This study uses Harman’s one-factor test to determine the possibility of the threat of common method bias. The test results show that the variance of the extraction sums of squared loadings is 25.12 percent, which is less than 50 percent. From these results, it can be concluded that common method bias was not a problem in this study.

Table 1. Respondent’s Profile

Variable N=200 %

Gender Male 84 42.0

Female 116 58.0

Age (years) 15-24 161 80.5

25-34 36 18.0

35-44 3 1.5

45-54 1 0.5

Highest Education JHS 1 0.5

SHS 43 21.5

Undergraduate 143 71.5

Postgraduate 8 4.0

Others 5 2.5

Occupation Student 91 45.5

Civil servants 4 2.0

Private employee 61 30.5

Entrepreneur 27 13.5

Professional 7 3.5

Others 11 5.5

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Adhika Putra Wicaksono, Erna Andajani: Factors Affecting Attitude…

Measurement Model

This study processed data using SPSS 23 and AMOS 21 to obtain SEM (structural equation modeling). The validity of the constructs and indicators in this study was tested by calculating the standard loading and AVE values. The standard loading and AVE values must be > 0.5 so that the constructs and indicators can be considered valid (Hair et al., 2021; Mueller & Hancock, 2019). Construct reliability value was used to measure the reliability of the construct. The value of construct reliability must be ≥ 0.70 so that the constructs can be considered reliable. As shown in Table 2, all indicators of the studied constructs had standard loading and AVE values > 0.5, so it can be concluded that all indicators that measure each construct in this study are valid.

All construct reliability values in this study are ≥ 0.70, so all variables in this study are reliable.

The discriminant validity test using the Fornall-Larcker Criterion is shown in Table 3. This table shows that the indicator score for each variable is higher when compared to the other variables. So it can be concluded that the structural model of this study has good discriminant validity.

Table 2. Composite reliability, Cronbach alpha, and average variance extracted for all constructs Construct Indicators Standardized

Loading (λ)

Cronbach’s alpha

Construct Reliability

Average Variance Extracted

Economic benefit ECB1 0.839 0.916 0.880 0.597

ECB2 0.850

ECB3 0.762

ECB4 0.583

ECB5 0.800

Hedonic benefit HDB1 0.795 0.860 0.852 0.538

HDB2 0.775

HDB3 0.637

HDB4 0.799

HDB5 0.644

Moral judgment MRJ1 0.830 0.873 0.803 0.588

MRJ2 0.898

MRJ3 0.519

Intrinsic Religiousness INR1 0.793 0.895 0.894 0.630

INR2 0.698

INR3 0.787

INR4 0.889

INR5 0.789

Extrinsic Religiousness EXR1 0.785 0.797 0.850 0.655

EXR2 0.857

EXR3 0.783

Attitude Towards Digital Piracy

ADP1 0.802 0.891 0.918 0.693

ADP2 0.875

ADP3 0.839

ADP4 0.799

ADP5 0.844

Importance to music ITM1 0.645 0.852 0.817 0.539

ITM2 0.991

ITM3 0.645

ITM4 0.585

Involvement IVL1 0.816 0.798 0.883 0.658

IVL2 0.647

IVL3 0.866

IVL4 0.892

Willingness to try SBMS WTS1 0.552 0.842 0.825 0.546

WTS2 0.760

WTS3 0.844

WTS4 0.767

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Table 3. Discriminant validity Fornell-Larcker criterion

Construct ECB HDB MRJ INR EXR ADP ITM IVL WTS

ECB 0.773

HDB 0.730^** 0.733

MRJ -0.243^** -0.318^** 0.767

INR -0.288^** -0.425^** 0.224^** 0.794

EXR 0.063 0.097 0.067 -0.327^** 0.809

ADP 0.675^** 0.703^** -0.325^** -0.363^** 0.180^* 0.832

ITM -0.041 -0.071 0.065 -0.008 0.103 -0.023 0.734

IVL -0.158^* -0.293^** 0.067 0.162^* 0.008 -0.207^** 0.335^** 0.811

WTS -0.158^* -0.303^** 0.030 0.171^* 0.040 -0.183^** 0.269^** 0.679^** 0.739

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Model Fit Test

As shown in Table 4, the results of the measurement model match test show that two indexes were classified as a good fit, and three indexes were classified as marginal fit. The results of the model match test are as follows: CMIN / DF is 1.789 (good fit); Goodness of Fit (GFI) is 0,877 (marginal fit); Root Mean Square Error of Approximation (RMSEA) is 0.063 (marginal fit); Tucker Lewis Index (TLI) is 0.864 (marginal fit); and Comparative Fit Index (CFI) is 0.885 (marginal fit).

Discussion

Table 5 shows the results of hypothesis testing. The results of the H1 test showed that economic benefits had a significant positive effect on attitudes toward digital piracy. The H1 test result is similar to previous research (Tomczyk, 2021; Bueger, 2015). Consumers consciously acquire pirated products because consumers feel the economic benefits of doing digital piracy. The advantage of lower prices and even being free for pirated products is one of the main driving factors for consumers to pirate a particular product consistently.

The results of the H2 test showed that hedonic benefits had a significant positive effect on attitudes toward digital piracy. Consumers feel happy and have “fun experiences” when doing digital piracy (Cesareo

& Pastore, 2014). Previous research stated that when consumers are more concerned with hedonic needs than utilitarian needs, consumers will easily accept pirated products (Yoo & Lee, 2009).

Table 4. Measurement model fit test results

No Model Match Match Criteria Value Description

1 CMIN/DF ≤ 2.00 1.778 Good fit

2 GFI ≥ 0.90 0.870 Marginal fit

3 RMSEA ≤ 0.08 0.063 Good fit

4 TLI/NNFI ≥ 0.90 0.882 Marginal fit 5 CFI ≥ 0.90 0.893 Marginal fit

Table 5. Hypothesis test results

Hypothesis Constructs inter-relation Estimate value Critical ratio Significant Remarks

H1 ECB → ADP 0.322 3.111* Significant

H2 HDB → ADP 0.489 3.890* Significant

H3 MRJ → ADP -0.115 -1.976* Significant

H4 INR → ADP 0.017 1.896 Not Significant

H5 EXR → ADP 0.135 2.293* Significant

H6 ITM → WTS 0.035 0.608 Not Significant

H7 IVL → WTS 0.794 7.189* Significant

H8 ADP → WTS -0.068 -1.176 Not Significant

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The H3 test results showed that moral judgment significantly negatively affected attitudes toward digital piracy. The hypothesis results are the same as previous research (Arli et al., 2015; Cesareo & Pastore, 2014;

Phau et al., 2014), which stated that attitudes toward digital piracy are negatively affected by moral judgment.

A stronger belief in moral judgment provides a view to considering the piracy of a product as a wrong decision and ethically questioned (Arli et al., 2015). When someone has a higher moral judgment, it leads to an evaluation and view that digital piracy is wrong or unethical in a situation that may still be ethically questionable for others (Cesareo & Pastore, 2014).

The H4 test results showed that Intrinsic Religiousness has positive but insignificant effects on attitudes toward digital piracy. It can be concluded that H4 is not supported and is not statistically significant. The results of the H4 test in this study are the same as Barna (2004), which stated that there is no difference between religious and non-religious people regarding attitudes toward digital piracy. Previous research states that there is no difference between someone who is religious and someone who is not religious about attitudes toward unethical matters, specifically digital music piracy other studies (Ng & Gervais, 2017). They further asserted that someone's religiousness would have a positive impact depending on the situation, not a positive impact every time.

The H5 test results showed that Extrinsic Religiousness significantly positively affected attitudes toward digital piracy. The results of the H5 test are similar to previous research (Arli, Kubacki, et al., 2017; Arli, Tjiptono, et al., 2017; Vitell et al., 2005), which stated that individuals with high extrinsic religiosity have a lower ethical sensitivity to unethical behavior compared to individuals with high intrinsic religiosity and are more likely to accept digital piracy. Arli & Tjiptono (2016) stated that extrinsic religiosity does not measure the level of an individual’s religiousness based on obedience toward orders and teachings of the religion but rather reflects the attitude of someone who uses religion as a source of ease and social bolster. Individuals with a high level of extrinsic religiousness feel they do not need to commit to the religion concerning what an individual does (Vitell et al., 2005). It is because individuals are seeking benefits from carrying out religious activities.

The results of the H6 test showed an insignificant positive influence from the Importance of Music towards willingness to try SBMS. It can be concluded that H6 is not statistically significant and is not supported. The results of the H6 test in this study are similar to previous research (Cesareo & Pastore, 2014), which stated that the importance of music does not significantly affect willingness to try SBMS. Curiosity and passion for consumers' music are not factors determining the intention to try SBMS (Cesareo & Pastore, 2014).

The H7 test results showed that involvement had a significant negative effect on willingness to try SBMS.

Hence, H7 is supported. The results of the H7 test in this study are similar to previous research (Cesareo &

Pastore, 2014), which stated that consumers' willingness to try SBMS is affected by consumer involvement and knowledge of streaming music services.

The H8 test results showed a negative and insignificant effect of the attitude toward digital piracy on willingness to try SBMS. It can be concluded that H8 is not statistically significant, and H8 is not supported.

This result is the same as the previous study (Puspitasari et al., 2019). The Attitude towards Digital Piracy hypothesis negatively influenced willingness to try SBMS. Willingness to try SBMS in this study has the assumption that these variables are alternative variables and are in contrast with the behavioral intention towards digital piracy. The results of this study are the same as Barna (2004), which stated that a person's behavior is not only influenced by internal factors, one of which is attitudes but also by external factors such as reward and punishment.

The results of this study strengthen the argument that with the economic benefits and hedonic benefits of digital piracy, digital piracy is increasingly prevalent in Indonesia, which is a developing country.

Economic benefits and hedonic benefits positively influence attitudes toward digital piracy. The high cases of digital music piracy are because many websites provide links to download illegal mp3 files from unofficial sources, and there is no control over the use of social media that Indonesians can use to share music files (Ks, 2013).

The results of this study also still show anomalies. Although Indonesia is regarded as a religious country, many unethical practices are found. It is proven by the fact that H4 is not supported, which states that intrinsic religiousness negatively influences attitudes toward digital piracy. The results of this study also show that attitude toward digital piracy has no negative and significant effect on willingness to try SBMS. Previous research states that a person's behavior is not only influenced by internal factors (attitude) but also by external

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factors such as rewards and punishments (Wang & Murnighan, 2017; Wu et al., 2022). One of the reasons for the high rate of music piracy in Indonesia and the increasing number of users of streaming music services is that downloading music media or listening to music through streaming music services can be accessed free of charge (Zebua, 2018).

5. CONCLUSION, IMPLICATION, SUGGESTION, AND LIMITATIONS

This study aimed to examine the effect of religiousness on consumer attitudes and intentions toward digital piracy and SBMS in Indonesia. The results of this study state three main determinants of attitudes in the context of digital piracy: economic benefits, hedonic benefits, and moral judgment. Economic benefits have a positive relationship with attitude, hedonic benefits have a positive relationship with attitude, and moral judgment has a negative relationship with attitude. The results also showed that willingness to try SBMS (a construct that replaces intention to digital pirating) is not affected negatively and significantly impacted by attitude towards digital piracy.

According to the results of the study, it is known that one of the factors that influence the willingness of Indonesian consumers to try SBMS is involvement. More consumers are involved and know about SBMS.

More consumers will be willing to try SBMS. The government needs to conduct an anti-piracy campaign and educate Indonesians about any legal or illegal actions to acquire digital media. In addition, the government also needs to act decisively against digital piracy. Many musicians complained about the weakness of law enforcement conducted by the government. If necessary, the government can revise the copyright law so that the copyright regulation can be tightened even more.

Companies engaged in serving streaming music services must also continue marketing activities to increase brand awareness and the number of users. It is expected that when Indonesians know there are many SBMS in Indonesia, they will increasingly want to try the SBMS. Companies must also educate Indonesians that using music streaming services is legal, unlike illegal digital music piracy. For musicians as parties who create works, they can educate fanbases to listen to music through legal media, such as buying CDs or listening to music through streaming music services. The invitation from musicians will be more effective than the government's invitation because the fanbase will pay more attention to what musicians do or say.

This research still has some limitations. First, the goodness of fit index model test results shows that several indices are still categorized as marginal fit. Second, the results show characteristics of respondents who do not have anything in common with the reference journal, so different research results are obtained.

Third, the willingness to try SBMS is not a variable that measures consumers' actual buying behavior. Some consumers prefer other legal options, such as buying CDs in stores or downloading songs through online stores.

Because there are still few studies that examine consumers' willingness to try SBMS, future studies can add other variables to test consumers' willingness to try SBMS. For example, the brand image of the SBMS service provider, network quality, SBMS subscription price, quality of the SBMS website/application, etc. If the next research is conducted in Indonesia, it can use respondents with characteristics that focus on the music industry. The characteristics of these respondents are the same as previous studies (Cesareo & Pastore, 2014). The aim is to find out whether the attitude toward digital piracy of respondents with these characteristics has a negative influence on willingness to try SBMS or does it still show the same results as the results of this study which states that attitude toward digital piracy has no significant effect on willingness to try SBMS. In developing countries such as Indonesia, the largest group of internet users and consumers of digital content are young people. Therefore, future research can add demographic and psychographic variables to examine their impact on attitudes and intentions toward digital piracy.

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Appendix 1. Research instrument

Variable Label Observed Indicator Economic

Benefit

ECB1 If buying music legally is too expensive, I do digital music piracy ECB2 I do digital piracy without a doubt.

ECB3 I do digital piracy of songs sung by certain artists.

ECB4 I am proud of pirated music products like they were genuine products.

ECB5 If pirated products are no different from genuine products, then I'm doing digital music piracy.

Hedonic Benefit HDB1 I feel pirated music products are a good thing HDB2 I feel amazed by pirated music products.

HDB3 I feel like I'm a wise consumer when it comes to music piracy HDB4 I like pirated music products

HDB5 I do digital music piracy even though I can afford genuine products.

Moral Judgment MRJ1 I feel digital music piracy is wrong compared to buying genuine products MRJ2 I feel digital music piracy is morally wrong.

MRJ3 I consider the moral consequences before engaging in digital piracy Intrinsic

Religiousness

INR1 I enjoy reading about my religion

INR2 It is important for me to pray alone for long periods of time.

INR3 I often feel the presence of God.

INR4 I try hard to live my life according to my religious beliefs.

INR5 I feel religion is important to me Extrinsic

Religiousness

EXR1 I don't think it really matters what (religion) I believe in as long as I feel good.

EXR2 My religiousness does not affect my daily life EXR3 Many things are more important than my religion Attitude toward

Digital piracy

ATD1 I feel digital piracy is a positive thing ATD2 I feel digital piracy is a better option.

ATD3 I consider there is nothing wrong with digital piracy.

ATD4 I want to do digital piracy.

ATD5 I consider that doing digital piracy is a good idea Importance to

Music

ITM1 I am an avid music listener ITM2 I have a passion for music.

ITM3 I have pretty good singing skills.

ITM4 I can play a musical instrument.

Involvement IVL1 I find streaming music services to be interesting services IVL2 I know a lot about streaming music services.

IVL3 I like streaming music services that have a complete collection of songs IVL4 I love the best streaming music service to listen to my favorite songs Willingness to

Try SBMS

WTS1 I'm going to try a streaming music service that I've never tried

WTS2 I would consider a friend's suggestion to try a streaming music service.

WTS3 I will try streaming music services from my gadget.

WTS4 I would recommend streaming music services to others.